Smaller tablets will soon exceed sales of larger devices due to portability and ease of use, while increasing market competition will lead to the "inevitable" demise of Apple, according to research firm Telsyte.
The new data is from the company's Australian Media Tablet Study 2013-17 which provided insights into devices, apps, tablet e-commerce and consumer purchase intentions, through a sample of 1000 people. It covered technology brands including Apple, Acer, Dell, Google, HP, Samsung and Sony.
The report claimed that sales of 7 to 9-inch tablet devices will outpace those of 10-inch devices by 2014. Telsyte research director Foad Fadaghi told AdNews the predicted rise was because smaller devices were easier to use with one hand, more portable, weighed less and carried a more attractive price tag than their larger counterparts.
"[We] expect a flood of lower-end products ranging from $70 to $300 to make up a substantial portion of the market," he said. Fadaghi also said many existing tablet owners might soon consider buying a smaller complementary device in coming months, which would lead to an increase in sales.
The report also claimed that at the end of 2012 there were more than 5 million Australians using tablet devices and that this will grow by 50% in 2013. It also forecast that by 2017, the tablet population will reach a level similar to that of today's smartphone user base, which is 70%.
This will eventually mean the demise of technology giant Apple, according to Fadaghi. "Its market share will inevitably decline as more products enter the market, not just Android but Windows and other platforms," he said. "Apple will remain the largest user base until 2017, although we believe by 2016, Android tablets should be selling as many, if not slightly more units than iPads."
The data also named Windows 8 tablets as likely to "steadily grow" in popularity this year particularly with business people, young consumers and those looking to replace old laptops.
Despite this, Apple is still firmly in the lead, cemented by a boom in sales from its iPad mini which was released in November last year.
Telyste's report also predicted that tablet e-commerce would continue to swell this year, supported by the belief that half of all tablet users had purchased a product or service on their device last year.
Fadaghi described commercial transactions on tablets as having "exploded" and that it "highlighted the importance of a multi-screen strategy for digital advertisers and retailers".
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